海尔品牌国际化的成功启示

Successful Enlightenment of Haier Brand IntemnationalizationAbstractWith the continuous improvement of China's economic strength and the continuousimprovement of people's income level,the demand for home appliances is alsoincreasing,the technology is more advanced,and the better quality home appliancebrands have become people's first choice.Haier Group is an international enterprisefocusing on home appliances and integrating scientific research,production,trade andfinance.Since its establishment in 1984,it has stood out from a Qingdao refrigeratorfactory and from fierce market competition.It has become a world-famous homeappliance brand,and has become the preferred brand for domestic people to buy homeappliances.This article takes the strategy of"difficulty first,easy to change","localization",and"trinity"adopted by Haier in the process of internationalization asthe research content,and proposes Haier's products,employees,management systemand brand in the process of internationalization.The changes made by the image.Finally,it summarizes the enlightenment brought by Haier 's internationalizationprocess to the rest of China 's home appliance brands.Only by strengthening productinnovation,accelerating talent construction,improving management systems,strengthening brand management,and focusing on corporate culture construction canwe respond to the current fast-growing market environment.Keywords:Haier;Internationalization:Success;Enlightenment2